Jollibee Foods Corporation

What possible management and marketing strategies can Noli Tingzon create to be able to cater both the international and local markets of Jollibee Foods?

AREAS OF CONSIDERATION:

COMPETITION/ COMPETITORS:

1. Tough competition between existing establishments such as McDonald’s, Kentucky Fried Chicken, Pizza Hut and Wendy’s as to the quality of food, service time and menu variations at a low price.

2. McDonald’s is known for its best locations/ sites.

3. McDonald’s succeeded everywhere (globally) because they are very good at selecting the right partners.

PERSONALITIES:

1. Tony Tan Caktiong, President and CEO of the company, wants to further expand his company to other countries and cater the needs of his customers globally.

2. Tony Kitchner, a native of Australia who spent 14 years in Pizza Huts Asia-Pacific regional office, was hired to become the head of the International division created to build the expansion of Jollibee Foods in other countries. He managed to be successful in some aspects of the expansion but later encountered difficulties.

3. Noli Tingzon, the new head of the International Division who is tasked to make the necessary changes in the organization which would be favorable to the customers and as well as the company.

ORGANIZATION:

1. The International Division created by Tony Kitchner had a superior image, which created a gap between them and the local research and development group. They wanted to do everything differently, so that if their stores did well they can take all the credit.

2. When the international people tried to recruit people from the Philippines, there was some jealousy on a personal level because the people recruited were immediately promoted and had better compensation.

3. The relationship between the domestic managers and the International vice-president could not compromise on several...

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In light of the International Division that Tingzon inherited, where and how should Jollibee expand next?
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• Hong Kong and the United States are markets that have high profit potential
• Jollibee could safely expand in these markets with the option to target the sizable Filipino expatriate population in each country
• Jollibee can use the Hong Kong and Unites States markets as an opportunity to gain mainstream notoriety
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Company Background
Tony Tan Cacktiong founder of JollibeeFoodsCorporation tells a story about the success story of his company. There are many other stories about Tan and Jollibee that many people didn’t know about, and that would have remained unknown, If Tan hadn’t bested successful entrepreneurs from 30 other countries to win the “World entrepreneur of the year” Award in Montecarlo, Monaco, on May 28, 2004. Tan had always been low-key and media-shy. He was quiet happy to let his lieutenants do the talking for him to the press, actually – but his winning the award from the accounting firm Ernst &amp; Young had forced him to agree to so many newspaper, magazine, and TV interviews later to tell them the story about the Jollibee story. After all it was he who won the award - not any of his lieutenants.
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